Most of us have become familiar with the concept of having ads on devices tailored to our algorithm-ed interests, however, should we now ready ourselves for the same advertising personalisation to enter our TV watching world?

I’m not talking about paid-for slots shown during traditional ad breaks (although it’s likely that’s on the cards), but product placement or promotion screened during the films or programmes themselves. With the popularity of Netflix and other streaming platforms increasing, the options to investigate new revenue building opportunities are surely going to be on the table; and from what we understand, the products ‘advertised’ during programmes will depend on who’s watching.

How’s that?

Well, it’s been suggested that streaming services will use the information they have on their customers from internet searches and such, to create targeted versions of product placement. So, in a similar vein to targeted ads on our phones, streaming services will consider viewers’ online footprints and show them products of interest accordingly. Say a viewer’s data suggests they frequently search for clothes; a background billboard poster that’s part of the programme’s set could advertise a suitable brand. Whilst a sportswear enthusiast watching the identical scene might see a push for trainers in the same billboard frame. Brand names could also be mentioned by actors, or different physical products could be reached for in a kitchen scene, depending on whether it’s closer to breakfast or dinner time when the viewer is watching.

It could be said that this tech driven product placement (which might start within a year) is controversial, however is it not also a logical step?

These days, do children still want to stay up to watch the adverts on television to prolong an evening’s entertainment? Wouldn’t they rather have five more minutes on a device (with the targeted ads reaching them that way)? And what about the adult audience? Wouldn’t most of us prefer to skip the TV adverts completely – unless of course they present a convenient opportunity to put the kettle on or nip to the loo?
Even if what I’m saying is true, commerce of all kinds still needs promoting, which means advertising (though all manner of alternative devices and routes) remains big business. And while we may have become preconditioned to switch off (in one form or another) from generic TV advertising, perhaps a well-constructed, targeted version could prove less annoying and therefore more effective.
Afterall, in this day and age there’s no reason for us to all see the same adverts when we watch television. While the concept of targeted TV advertising initially sounds intrusive, perhaps the other side of the coin is that it might make more sense. We’re not simply going to stop watching a programme we’re enjoying because of personalised product placement. The product will likely just enter our subconscious surreptitiously, build on a brand and do exactly what the advertiser intended, just as a tailored billboard would – and perhaps in a more effective way.
It could very well be the future; and other advertising advances are also being explored. Hulu, a platform controlled by the Walt Disney Company is feeling its way by making ads appear when a viewer pushes the pause button; whilst Walmart-owned streaming service Vudu has enabled ‘shoppable ads’ on internet-connected televisions that allow customers to put advertised products into their Walmart.com basket. Meanwhile, on the Roku streaming channel, viewers can click on certain commercials to request an email or text with details about the product on display.
Only time will tell if personalised or virtual product placements will catch on and demonstrate themselves to be worthwhile to advertisers without aggravating viewers. It’ll be interesting to see how the concept rolls and if it does indeed shape the future of TV advertising as we know it.
Contact our Digital Department for more information. 

More Insights

Personalised TV advertising, streamed just for you

Most of us have become familiar with the concept of having ads on devices tailored to our algorithm-ed interests, however, should we now ready ourselves for the same advertising personalisation to...

Check your definitions or risk weakening your brand

It’s official? Check your definitions or risk weakening your brand As part of using (and hopefully enjoying) the English language, it’s a matter of course that at times some words get slightly...

Q and A with Matt – Graphic Designer

Graphic Designer Matt Thompson recently celebrated his 21st year working at McConnells. His quick wit is as strong as his attention to detail, in a position where his creativity and commitment to...

Aldi pulls a cracker and is considered this year’s most effective Christmas ad

Did you manage to see all, or most of the Christmas ad campaigns this year? We had a whole host of offerings displayed to us from the likes of John Lewis and Waitrose, Sainsbury’s, Tesco, Asda,...

Hoping for a voice assistant under the tree?

Hoping for a voice assistant under the tree? With Christmas fast approaching and the daily use of voice assistants in the UK continuing to rise, we wonder how many stockings will be stuffed with...

Quick fire round with Sarah – Graphic and Website Designer

Our studio has benefitted from the creative talents of Graphic and Website Designer Sarah de Roeck for 16 years now. With her natural artistic flair, Sarah can devise and fulfil a concept to match...

Search Intent explained

Search Intent explained Through the McConnells’ blog, we’ve recently been posting explanations of current SEO terminology, in a move to help readers make sense of the jargon and processes that...

Quick fire round with Izzy – Media Administrator

We’d like you to meet our team’s most recent recruit, Izzy Brackenbury - Media Administrator. University of Derby student Izzy will be with us until August 2020 as she spends her placement year as a...

Christmas adverts 2019 unwrapped…literally

One of the very first signs that Christmas is in the air, is the release of our UK retailer’s festive ads, which, being in the advertising industry, McConnells takes a keen interest in reviewing!...

Domain Authority

Looking for more authority in your domain? Have you come across the phrase Domain Authority? Well, in an online world where getting your company’s website ranking up in that ‘all important’ first...